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Google Analytics & Google Tag Manager Workshop Welcome About Lunametrics Google Analytics & Google Tag Manager Workshop Welcome About LunaMetrics LunaMetrics is a Digital Marketing & Google Analytics consultancy helping businesses use data to illuminate the bridge between marketing, user behavior and ROI. Our core consulting competencies are in Google Analytics and Digital Marketing Strategy. 2 Welcome Ok, So Who Is This? Jon Meck Senior Director, Marketing [email protected] 3 Welcome Who are you? Techie Marketer Super Human 4 Welcome Fun Facts: Me I write puzzle books for fun! I have two kids, Lucca (4) and Rosie (1). (Forgive me for my dad jokes.) I try to attend concerts in every city I visit for work! 5 Welcome Fun Facts: We Do Trainings! 6 Welcome Fun Facts: Training Options We hold a few different trainings across the country! In Chicago 3x a year, and actually here next week! Subject Classes Google Analytics 101 201 301 Google Ads 101 201 Google Tag Manager 101 Google Data Studio 101 Google Optimize 101 Learn more about our trainings Google Analytics 101 7 Welcome Fun Facts: Share & Raise Money /LunaMetrics @lunametrics /LunaMetrics #LunaTraining #ContentJam Google Analytics 101 8 Welcome Three Main Goals 1. Understand how Google Analytics and Google Tag Manager work together. Understand how to implement. 2. Learn about Google Analytics events; how we can use GTM to add event tracking to our site, and event reports to better understand users’ actions. 3. Learn about Google Analytics custom dimensions; how we can use GTM to pass extra info to GA, and how this helps our reporting. 9 How Does It All Fit Together? 10 Suite Recent Google Changes 11 Suite Google Marketing Platform 12 Suite Google Marketing Platform Off Your Site On Your Site Reporting In GA Sending Recording Traffic Activity 13 Suite Google Analytics Google Analytics is a tool that we use to capture, sort, classify, and report on users’ actions on and off our site. We can slice and dice the data several ways, comparing content, traffic sources, users, and more. 14 Suite Google Tag Manager Google Tag Manager is a tool to make it easier to make small changes to our website, like adding “tags” from Google and third-parties, triggering off page or user-specific actions that occur on the page. 15 Suite GA & GTM Together 1. Google Tag Manager code added to page 2. Existing GA Tracking removed from page 3. Google Analytics tracking set up inside of GTM 4. Additional tags set up inside of GTM 5. When page loads, GTM (and all tags) fire 16 Suite Use More, Get More The benefits of using Google’s products are realized as you add more, connected products to your personal ‘stack.’ Learn how each tool connects to the other tools and work to take advantage of their native integrations. Less time moving data, more time using data. 17 Orienting Yourself in GA Account Overview, Dashboard, & Navigation Orientation The Questions We Ask Of Analytics Who came to my site? (Audience) Where did they come from? (Acquisition) What did they do there? (Behavior) Did they do what I wanted? (Conversions) 19 Orientation What Does GA Measure? What did they look at? Who came to our site? ▪ Which pages? ▪ Where geographically? ▪ Where did they enter and ▪ Have they been here before? leave? ▪ How often do they come back? ▪ What did they search for? How did they get here? Were they successful? ▪ Bookmark, link, search ▪ Did they complete our goals? engine (keyword? paid or ▪ Did they complete a transaction? organic?), email marketing, etc. ▪ If not, where did they drop out? 20 Orientation Audience Reports • Geographic • Frequency • Technology • Demographics (some) • Interests (some) 21 Orientation Acquisition Reports • Channels • Source/Medium/Campaigns • Paid Search (AdWords/DoubleClick) • Organic Search (Google Search Console) 22 Orientation Acquisition Reports 23 Orientation Acquisition Homework • Make sure you are using campaign tags on ALL inbound links that you control (Social, Email, Affiliates, Trade Shows etc.) • Understand Medium/Source/Campaign • Link Google Ads & Google Search Console • Create Custom Channels 24 Orientation Unlock Reports Connecting your tools together unlocks new reports inside of Google Analytics, enables passing of data between products. 25 Orientation Behavior Reports • Pages Viewed • Landing Pages • Site Search • Events • Content Groupings 26 Orientation Behavior Homework • Set up Site Search • Look into Content Groupings • Track Everything With Events (Today!) 27 Orientation Conversion Reports Goals Ecommerce Did they do the thing Did they buy something we wanted them to do? from our website? 28 Orientation Conversion Reports • Goal Conversions • Reached a Page • Spent Amount of Time • Read a Number of Pages • Took a Specific Action • Ecommerce • ENHANCED Ecommerce 29 Orientation Conversion Homework • Set up Goals. Yesterday! • Implement Enhanced Ecommerce if Possible • Consider conversions to link to Ads 30 Getting Started With GA An Overview of Analytics & Using Your Account Getting Started Navigation Audience > Overview 32 Getting Started Accounts, Properties, Views, Oh My! User Your email login (could be a Gmail address or your own email address you’ve signed up as a Google Account). Account Your user login may have access to multiple accounts in Google Analytics – a personal account for your blog and your company account for your corporate websites, for example. Web Property A distinct website you are measuring. Each web property is identified by an ID. View Separate “buckets” of data within a property. Each web property has at least one view, and you may add additional views with different sets of data filtered in various ways. How to Choose Between Views and Properties 33 Getting Started User Access Manage Users Can manage account users (add/delete users, assign permissions). Does not include Edit, Collaborate, or Read & Analyze Edit Can perform administrative and report-related functions (e.g., add/edit/delete accounts, properties, views, filters, goals, etc., but not manage users), and see report data. Includes Collaborate. Collaborate Can collaborate on shared assets, for example, edit a dashboard or annotation. Includes Read & Analyze. Read & Analyze Can see report and configuration data; manipulate data in reports; create and share personal assets, see shared assets. Cannot collaborate on shared assets. User Permissions in Google Analytics Google Analytics 301 34 Getting Started Web Property Web Property ▪ The web property ID is of the form UA-XXXXXX-YY. ▪ It’s often called the “UA number” since it starts with “UA”. ▪ The XXXXXX part represents your account number, and the YY represents a unique web property. ▪ The web property ID is what enables GA to send data to the correct set of Views. Google Analytics 301 35 Getting Started Getting An Account & Logging In Google Analytics 101 36 Getting Started Account Creation Google Analytics 101 37 Getting Started Account Creation Google Analytics 101 38 Getting Started Tracking Code Where Should The Google Analytics Tracking Code Be Placed? Where Should The Google Tag Manager Snippet Be Placed? 39 Getting Started Five Eras of Tracking Code DON’T USE Pre-2015 ga.js 2009-2013 analytics.js 2017-present “traditional” Universal var pageTracker = ga('create', 'UA- _gat._getTracker("UA-XXXXXX-Y"); XXXXXX-Y', 'auto'); Urchin.js ga.js gtag.js _uacct = "UA-XXXXXX-Y"; Asynchronous gtag('config', _gaq.push(['_setAccount', 'UA-XXXXX-X'); 'UA-XXXXX-X']); 2005-2009 2013-present Google Analytics 301 40 Getting Started Five Eras of Tracking Code The Google Analytics tracking code, or collection method, has changed over time. Each has a specific set of instructions, most represent changes or improvements. 1. analytics.js (on-page or via GTM) 2. gtag.js (on-page) Google Analytics 301 41 Orientation Right Tool For The Job Unlock Reports What version are you using? Check your site and View Source to look for your GA implementation. Note: If you use a plugin or GTM, you might not see in source code. That’s ok! Just need a different tool. If you have the option, always use Google Tag Manager. Otherwise, you can use either gtag.js or analytics.js on the page. Gtag will have the most support for on-page code going forward. 42 Getting Started How Google Analytics Works Web Browser Your website GATC Google Analytics Server Data Processing Google Analytics Reports 43 Getting Started What Can Users Do On Our Site? • Read our blogs • Browse our products • Sign up for our newsletter • Watch videos • Submit Forms • Share on social • Login/Register for an account • Make a purchase Just Installed Google Analytics: Now What? 44 Getting Started What Does Google Analytics Measure? • Read our blogs DEFAULT • Browse our products DEFAULT • Sign up for our newsletter CUSTOM • Watch videos CUSTOM • Submit Forms CUSTOM • Share on social CUSTOM • Login/Register for an account CUSTOM • Make a purchase CUSTOM Just Installed Google Analytics: Now What? 45 Getting Started Using The Default Code... Just fine in many cases! But, there are additional features that need some setup/configuration to get the most out of your data: ▪ Goals (did visitors complete some key action?) ▪ Site Search (what did visitors search for?) ▪ Campaigns (which of my marketing efforts drove users to the site?) Just Installed Google Analytics: Now What? 46 Getting Started Extra Interactions The default tracking code captures the sources visitors come from and the pages they view on the site. There may be additional data you want to capture: ▪ Interaction events (downloaded a PDF, played a Flash video, filled out an AJAX form, etc.) ▪ Custom information about visitors or their behavior not present in URLs (logged in users, etc.) 47 Getting Started Technical Situations There may be technical situations that require you to use different or additional code: ▪ Subdomains measured together in one property ▪ Multiple domains measured together in one property ▪ Frames or iFrames ▪ URLs that don’t change for forms or content ▪ Client-side redirects 48 GTM Implementation 49 Introduction Google Tag Manager ▪ Google Tag Manager is a free tool that allows users to add tags – including conversion tracking, analytics, and remarketing – with just a few clicks.
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